5 Key Steps to Outstanding Product Packaging Design

Luxury Packaging
Profile picture for user Robert Lockyer
Written by
Robert Lockyer
Tuesday, 16 February 2021

Whether your business is based online, or you have products placed in a brick-and-mortar store, product packaging design plays a huge role in the success of your sales. Not only can beautiful product packaging help to secure the interest of shoppers, but it can help to further establish your brand amongst the unwavering competition within the retail industry. 

There are several elements that go into creating outstanding product packaging design. As leading providers of luxury and sustainable packaging solutions, we have put together a useful guide to help brands up their packaging game.  

1. To create amazing packaging, you need to understand your product 

Before you can begin creating innovative packaging, you must first understand your products. To do this, we recommend making a list of all the qualities of your products. This can include information such as weight, size, and the number of items. Once you have established these points, you can use them as a reference point when working on your packaging, ensuring your packaging meets the needs of the customers as well as shipping conditions.  

2. Analyse your customers 

Another key step in this process is to analyse your target audience and customer persona. You can look at demographics such as age and location, as well as how much they are willing to pay for your products and how they dispose of the packaging. 

Your packaging has a lot of responsibilities. For example, it must, of course, work towards grabbing the attention of your target audience, while ensuring it lists the important information they need to know. Furthermore, it should be able to convince customers they have made the right choice by purchasing your product.  

3. Look at your businesses branding 

Naturally, you want your packaging to coincide with your business persona and branding. It's important that these are consistent, as it adds to the customers’ buying and unboxing experience. If your products are going to be part of your existing brand, then chances are you will already have a plethora of information to use, such as fonts, colour schemes, patterns, and imagery. 

This step is particularly important if you’re selling products from your own website. From visiting your website to receiving their parcel in the post, you want your customers to have a seamless experience. 

L'Occitane packaging

4. Identify your sales channels 

Next, you should look at the sale points you’re currently using. For example, your products may be placed in kiosks, supermarkets, online stores and, of course, featured on a website. Visualise how your product may look placed next to competitors and if it is easily accessible by customers. 

For businesses who are looking to sell their product both online and offline, you must develop packaging to suit these different environments. For offline sales, customers shopping in a store can physically handle the product and inspect it from all angles. Online shoppers do not have this; therefore, your packaging must work extra hard to make a good impression once the order has been received.  

5. Choose the right packaging and wrapping 

Your packaging depends on the product you’re selling. You need to consider multiple elements including the exterior packaging, such as cardboard boxes or paper bags, and the inner wrapping, such as tissue paper. 

This serves to protect your product from damage. Depending on your sales channels, you may need to use both types of packaging to ensure your product remains protected. 

Depending on your brand’s persona, there is plenty of opportunity for fun and creativity with these packaging options. For example, you can include company logos and messaging on your exterior packaging and fill it with bright and colourful inner wrapping. 

Remember, you don’t want to confuse your customers with your packaging. While you can have fun creating unique packaging that adds to the unboxing experience, you must ensure that it clearly outlines what’s inside.  

Below are two major types of packaging that can be utilised by businesses. Please note that they are not mutually exclusive: 

Luxury Packaging 

If you pride yourself on being a business with luxury at its core, then you will want luxury packaging to accommodate these high-quality products. Providing your customers with luxurious packaging adds to the overall experience, creating an exciting and unique interaction between the buyer and your brand. If you have a high-end product, you want your packaging to reflect this. 

Estee Lauder packaging


With sustainability at the forefront of consumers' minds, it can be beneficial to incorporate sustainable packaging solutions into your business offering. In 2018, the total volume of packaging waste was estimated to be 77.7 million tonnes, therefore, by establishing yourself as an eco-friendly business with reusable and recyclable packaging, you can appeal to waste-conscious shoppers.  

Sustainability in packaging refers to not only the packaging itself but also the manufacturing process. For example, our sustainable packaging design process reduces energy use, cuts CO2 emissions and minimises touchpoints in the supply chain. We believe that by utilising sustainable packaging, businesses can set themselves apart from their competitors whilst doing their bit for the environment.  

Origins packaging

Are you looking to develop outstanding packaging?

For all your packaging needs, whether you’re an ecommerce store or luxury chain, Delta Global are here to help bring your vision to life. Simply get in touch with a member of our team for more information on our innovative packaging solutions.

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